All Benefit Cosmetics recently announced that Espresso has been selected as agency of record a last-minute seasonal marketing campaign.
One thing’s for sure: Benefit is no Scrooge. Instead of a typical campaign with promotional materials that just tell people how they can win great Benefit Cosmetic goodies, Benefit is spreading the holiday cheer on the spot: Super special posters will be appearing on the streets of Toronto and Vancouver that have Benefit Glam Bags attached containing a full-sized cosmetic product – free for the taking of a lucky passerby. Fantastic products like POREfessional pro balm, BADgal lash mascara, Benetint lip and cheek stain, and more are up for grabs – literally!
Also within the Benefit Glam Bags are postcards with a promise for more: Canadians who want to “be a hottie for the holidays” can text BENEFIT to 89863 on their cell phones and visit Benefit Cosmetics Canadian Facebook page (www.facebook.com/benefitcosmeticscanada) for a chance to win additional Benefit prizes. Benefit’s Facebook page is running a contest from now until January 3rd for fans to win the title of Miss Benebabe 2012 which allows them early access to new product launches and exclusive invitations to Benefit Canada events for one full year..
“We saw an opening for Benefit to spread some holiday cheer across Canada this season, but the window of opportunity was small and approaching fast,” said Ruth Goudie, Marketing and PR Manager for Benefit Canada. “Espresso whipped up a sparkling promotion in record time, one that we know people will be talking about! We just want to make people laugh and encourage them to embrace our brand. Plus, those who “like” the Benefit Cosmetic’s Canadian Facebook page have even more chances to win with daily rewards.
Those urbanites who come upon a poster that has already been swooped upon can still text or check out Benefit’s Facebook page for a chance to win a Benefit Glam Bag. Espresso plans to “refill” the posters during the two-week campaign, too, so beauty lovers are urged to keep their eyes open!
Plus, in downtown locations in Toronto and Vancouver, Espresso will manage promotional and sampling street teams that will help give shoppers an extra holiday glow. For those who are dining or enjoying drinks in the area, the agency has partnered with AddMirror, a media company that places marketing messages in digital-ready mirrors in the washrooms of select bars and restaurants, to display special messages from Benefit that encourage people to join the SMS campaign.
Posters and postcards began hitting the streets on November 28th. Sampling groups and street teams will be in operation in Toronto and Vancouver from December 9th through 11th, and an AddMirror blitz will take place in select bars and restaurants in the Toronto and Vancouver core on December 9th and 10th. The SMS Campaign will run for two weeks in total, wrapping up on December 12th.